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Valleydez launches its first ever art competition for aspiring and talented designers.

High-end designer boutique gives artists a life-time opportunity with its first ‘Dare to Create’ art competition

High-end designer boutique – Valleydez is sponsoring an art competition titled ‘Dare to Create’ in an effort to promote aspiring and emerging artists.

The art competition requires participants to submit an illustration, photograph or any piece of artwork by the 15th of March, 2015.

The winning design will be have t-shirt printing on eight different T-shirt styles, which will be sold at the luxury Jumeirah boutique.

Sidra Surmed, Creative Executive at Valleydez boutique explains that the design entries will go through two rounds of elimination. She says: “The art competition is divided into two parts. The first part comprises of submitting an art piece – it can be a photo or a painting – then the candidates will be shortlisted. Once the candidates are shortlisted, we will contact them and then they will be asked to create a story of eight pieces.”

Each shortlisted candidate will have to create a collection based on a theme of their choice. “Within the eight pieces, you have to summarize you story. What is the theme behind your collection?” Sidra continues.

A judging panel of designers based in four different countries will be in charge of the second round of elimination. “We have four different designers in the judging panel. One is Lamya Abedin – also known as Queen of Spades – an Emirati designer, another designer from Turkey, another from Kuwait, and one from the UK – Jean-Pierre Braganza.”

Valleydez Creative Executive, Sidra Surmed.

Founder and Head Buyer of the innovative luxury boutique, Ghalia Al Abbas is an Emirati fashion illustrator herself. Sidra explains what inspired the boutique owner to launch the art competition. She says: “She wanted to relate something which is very personal to her.”

With March being the month of art in the city, Valleydez decided to launch its first ever art competition during the art season. “We decided to run the competition in the month of art in Dubai. March hosts Art Dubai and Design Days events. I think that people look forward to attend all these events and they get inspired. So we wanted to give a proper platform at a proper time.” Sidra explains.

The launch of the Jumeirah boutique art competition was also inspired by the brand’s aim to introduce an eclectic mix of styles into its collections.

With the summer season approaching, the concept of a T-shirt design competition seemed very appropriate. “We wanted to do more casual chic at the moment because now we are entering into the summer phase. And we wanted to bring a more cool side to the store and brand.” Sidra explains.

Many of the outfits and accessories at the store are art-inspired pieces.

Supporting aspiring artists and designers from within the UAE is the main purpose of organising the competition. Sidra says: “Valleydez want to give the platform to the aspiring talents to showcase their work.”

Breaking into the design and fashion industry in the UAE can be a lengthy process. That’s why, having the support from a well-known brand can be highly rewarding. “Being in the creative industry takes a lot of courage to get into the industry.” Sidra says.

She continues: “Providing a platform for creativity is a great bonus for anyone wishing to enter the industry in the UAE.”

The art competition is open to all age groups and participants can submit artwork of any type. “There is no specific form of art that we are looking for. It should showcase the artist inside of the person. This includes photography, pop art, fashion illustration.” Sidra explains.

In addition to having their artwork printed on T-shirts, the winner will get the relevant promotion and PR support from the brand. Sidra says: “There will be total support from our PR side and from the media side. We would definitely love to feature them in the magazines, because that would be a very good idea to promote the artist within the industry.”

As for whether the profits from selling the T-shirts will go into charity, the brand is considering that. Sidra says: “About the charity, we will reveal it soon. We are definitely having some talks, but I can’t reveal that at the moment.”

The winning design will be launched as a new collection in the store. “It will be launched as a new collection – as a brand to the store.” Sidra explains.